I don’t know what you think about this spot from Bud Light Lime. All I know is that people are talking about it. And as an execution, from the casting to the intentionally counter music track, it’s note perfect. Yes, it’s juvenile. Yes, maybe it’s kinda tasteless. But yes, it’s also neatly in synch with the comedy dialogue of the present moment.
Beer advertising is not about rational benefits, nor should it pretend to be. Beer choices are fundamentally badge choices: “does the product I’m holding in my hand in front of both friends and strangers reflect well on me?” That’s about as deep as that dialogue goes. With some people, that could mean an emphasis on ingredients and precious brewing techniques. But for the vast majority enjoying a social moment out at the bars or hanging with friends, it’s more a statement of personality.
And Bud Light Lime just demonstrated that its personality is young and edgy and funny. You can overthink this ad, but candidly, I don’t think their market will. I believe this ad will do a lot for a line extension looking for a reason to work into beer drinkers’ notoriously tight-fisted rotation of brands.
So call it what you will–puerile, frat boy, hilarious–I’d say it’s a solid ad in the end.
And for that, I should probably apologize.